Ch16 | Test Questions & Answers – Establishing Budgets And

CHAPTER 16 Establishing Budgets and Finding Funding

Type: E

1. Describe the Affordable Method approach for establishing a budget.

a. Budget based on what organization has available or what spent in prior years

Type: E

2. Describe the Competitive-Parity Method approach for establishing a budget.

a. Budget based on what others have spent for similar efforts

Type: E

3. Describe the Objective-and-Task Method approach for establishing a budget.

a. Budget based on costs for tasks identified to achieve established objectives and goals

Type: E

4. Describe the Cost per Sale approach for establishing a budget.

a. Budget is based on assigning a cost per sale and then multiplying that by sales goal

Type: E

5. Assume you have a budget of $100,000 to influence youth in a community not to text and drive and that your goal is to influence an incremental 500 youth not to text and drive. What is the cost per behavior change? When justifying this expenditure, what would you compare that cost to?

a. $200. Estimated taxpayer-related costs for traffic-related deaths and injuries due to texting and driving

Type: E

6. For each of the following funding sources, provide an example of a social marketing campaign that was funded by that organization type, or you think could be funded by that organization type. It can be from an example in the text, one you know about, or one you think would be a good possibility. Government Grant, Nonprofit Organization/Foundation, Ad Agency or Media Partner, Coalition, Corporation.

a. (Responses should be for a behavior-related campaign.)

Type: E

7. For Cash Grants and Contributions, note one potential way a corporation might benefit from contributing to a social marketing effort? In other words, “What’s In It for Them?”

a. Sponsor mentions in communications; Building traffic at retail locations and Internet sites; Visibility with key constituents, including potential customers

Type: E

8. For Cause-Related Marketing Campaigns, note one potential way a corporation might benefit from contributing to a social marketing effort? In other words, “What’s In It for Them?”

a. Increased sales of products; Increased visibility; Increased goodwill with customers

Type: E

9. For In-Kind Contributions, note one potential way a corporation might benefit from contributing to a social marketing effort? In other words, “What’s In It for Them?”

a. Offload excess product; Increased product visibility; Utilize idle equipment

Type: E

10. For Use of Distribution Channels, note one potential way a corporation might benefit from contributing to a social marketing effort? In other words, “What’s In It for Them?”

a. Building traffic; Increased sales

16. Which one of the following is least likely to “Pass the Smell Test?”

a. A bank sponsoring a campaign to get homeless people to open a bank account

b. A gas station providing dispensers with litter bags

c. A fast food restaurant funding a childhood physical activity campaign

d. A home and garden store offering space for workshops on natural yard care

e. A fast food restaurant funding a childhood immunization campaign

f. A toothpaste brand funding a dental mobile for low income communities

Type: E

17.Why did you select the one you selected in Q.16?

a. Will not seem genuine that they care about childhood obesity